Wellness trends can be quite conflicting. Wellness was once considered something you invested in as a treat – perhaps going to a spa or a gym for a day of pampering – boundaries between beauty, fitness and wellness have now blurred and wellness relates to everything from taking care of your gut health, to your brain, your health, your mental wellbeing, your fitness and your beauty. According to the Global Wellness Institute the industry was valued at $4.6 trillion in 2020, it grew to $6.3 trillion by the end of 2023, and it is projected to be worth $9 trillion by 2028. Research from the Global Wellness Institute, has confirmed that the wellness market has grown by 26% pre-pandemic and is now approximately four times the size of the global pharmaceutical industry.
With a constant stream of new wellness hacks and trends bombarding us, there’s an overwhelming amount of noise about what we should be doing to achieve optimal health. A quick scroll through Instagram or TikTok showcases 5am morning routines, intricate smoothie recipes, intense workout regimens, elaborate skincare rituals, and “75 Hard” challenges that make traditional fitness boot camps seem like child’s play. It’s a lot to take in, and it can feel exhausting. There are certain wellness trends that are set to dominate in 2025, and luckily for us all, there’s not a 75-day hard challenge in sight…
Solo Travel
The solo travel market is the fastest-growing segment in the global leisure travel industry, with a projected compound annual growth rate (CAGR) of 9.1% from 2023 to 2030. One trend driving this growth is the rise of slow travel, particularly amongst solo adventurers seeking more meaningful and immersive experiences. Rather than racing through jam-packed itineraries, travellers are opting to stay in one destination longer, allowing them to connect deeply with local culture, people, and the environment. Another growing trend is women-only travel experiences, which provide female travellers with safe, empowering, and community-centred adventures. As more women venture into solo travel, the demand for tours designed exclusively for women has surged. Women-only tours and retreats are flourishing worldwide, offering everything from hiking adventures in the Swiss Alps to cultural journeys in Morocco. Companies focusing on these experiences create unique itineraries that allow women to bond with like-minded travellers whilst feeling safe and supported.
Pilates is taking over
Yoga has long been a cornerstone of fitness routines both locally and globally, Pilates is now skyrocketing in popularity—and it shows no signs of slowing down. This surge is fuelled by its strong presence on social media, where influencers and fitness enthusiasts share their routines, inspiring others to hop on the Pilates bandwagon. But Pilates isn’t just the “hot girl workout” anymore. According to Strava’s trend report, there’s been a 15% rise in male users tracking Pilates or yoga activities, signaling a shift in fitness culture. People of all genders and fitness levels are embracing Pilates for its ability to build full-body strength, its low-impact nature, and its focus on mindful, intentional movement.
AI enters fitness
If you’ve embraced artificial intelligence in your work or home life, you’ll love how AI is revolutionizing fitness. Tools like Tonal’s AI-powered trainer bring advanced technology to your workouts, spotting you and adjusting resistance in real time. Devices like Whoop are also taking real-time fitness data to the next level, offering highly personalized insights to optimize your at-home fitness routine. Even apps you may already be using, like MyFitnessPal, are leveraging AI to help you maximize recovery days. By suggesting nutrient-dense foods such as berries, salmon, flax, and chia seeds, these tools make it easier to get the antioxidants and nutrients you need for effective post-workout recovery. With AI leading the charge, the future of fitness is getting smarter, stronger, and more tailored than ever.
Breathwork Goes Mainstream
After years of being practiced and taught on our app, breathwork is finally stepping into the spotlight. Known for its ability to reduce stress, improve sleep, and boost focus, breathwork is one of the simplest and most accessible wellness tools available. In 2025, expect breathwork to become a staple alongside yoga and meditation, offered not just in studios and retreats but also in workplaces across the globe, run by guru’s like Wim Hof (it turns out that he is not just an expert of ice cold plunges but also breathwork and you can book into a Wim Hof retreat in numerous locations across the world). Its rise in popularity reflects a growing awareness of the power of intentional breathing to enhance both mental and physical well-being.
About Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – to develop and grow their brands across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’